Want a new way to experience London? Consider Uber Boat by Thames Clippers.

"The River Line" campaign, Atomic London's first work since becoming the brand's creative agency, promotes the option. Uber Boat is positioned as the calm way to travel.

The graphic — a phone charger cable shaped like the River Thames — is plugged into a mobile phone showing the Uber Boat app. The work targets commuters and leisure travelers who want an easier way to book transport and track live boating.

Creative runs across out-of-home sites along the Thames, as well as social channels. Supernova developed the social strategy, aligning with creators who introduce Uber Boat as a “dependable pause” that feels good and works.

Jon Goulding, CEO at Atomic London, said: “This work is a great example of our Orbit model in action, uniting Atomic’s creative thinking with Supernova’s social expertise to deliver a bold, unified idea across platforms. We set out to create something simple yet powerful, redefining what travel in London can feel like. ... it’s an experience that’s efficient, enjoyable and genuinely uplifting.”